SPARK Bird

A friendly little Floridian from 2020

I recently caught a fascinating This American Life episode themed Spark Bird. I learned that most birders have a story to tell about that one fascinating bird or species that piqued their interest, their ‘spark bird’.

While I’ve been a lifelong spotter of cardinals and bluejays, it wasn’t until 2020 that I started seeing bald eagles and rare species like warblers on a regular basis, as we frequented an island in Lake Erie.

I have a memorable bird (a heron?) shown above who would peer in our windows in 2020. Nosey little guy, but we enjoyed the Covid visitor!

While I have interest in birds, and a few notable stories, I don’t consider myself a birder. And though I don’t necessarily have a spark bird, I am interested in the origins of an interest or hobby. More the ‘spark’ than the ‘bird’.

As I think back to what made me want to divert my R&D career to consumer research, I remember a set of focus groups about candles. I was working in a small R&D consultancy and we were creating a new line of candles for a major gift retailer. To dig deep into why some people are so attracted to candles and an open flame, we recruited women (maybe men too, but I only remember the women) and asked them to recall a memory with candles. The details escape me now, but I recall one woman talking eloquently about burning candles in a barn and describing the soft glow, the shadows, the fragrance, the ambiance…..

Newspaper clipping (circa 2003) showing me hard at work

At this point in my career, I’d been working with candles for over 5 years, but this was the first time I’d thought about the emotional connection to candles.

Remember, I was R&D at the time. All about how they’re made: the equipment, materials, cost and efficiency…These focus groups were a glimpse into the esoteric world of marketing.

I was hooked. This was what I wanted to do. I was determined to figure out how to be part of focus groups myself. Two years later, I began my MBA, two years after that I started moderating focus groups, and now 20+ years later, I have conducted hundreds of interviews & focus groups & surveys, as well as worked with all sizes of companies to answer all sorts of questions. That spark from 2003 is still burning bright!

I’m curious about other sparks. What might have caught your interest in a subject and WHY? How did the spark turn into a hobby or career?

I’d love to chat!

If you’re interested in the This American Life episode, find it here: SPARK BIRD